The 100-plus-years-old baked goods brand is introducing Entenmann’s branded coffee, its first foray into licensed products.
Lorraine Hale, marketing director for Entenmann’s, which is owned by George Weston Bakeries, said: “The idea of creating a coffee line was brought up years ago, but never acted upon. It’s only been the last two years that we decided to do something about it. Coffee is a natural extension for Entenmann’s so it makes sense.”
Entenmann’s has partnered with a licensee to create the blend, featuring a six-SKU line of flavored and non-flavored coffees. While specific flavors have not yet been decided, Hale says they’ll likely reflect Entenmann’s baked goods line.
Entenmann’s Coffee will hit retail shelves in the first quarter of 2008, with the rollout beginning in the Northeast where Entenmann’s has strong consumer awareness and loyalty.
Entenmann’s is also looking into a number of other licensing opportunities. For example, branded ice cream is slated to hit retail later in 2008.